It is mutual trust, even more than mutual interest that holds human association together’- H.L. Mencken’s words stand true to its meaning in today’s competitive market. For Financial Service Providers, these words have never sounded so significant than ever before. Trust is one of the key factors in maintaining a successful relationship with customers. However, this has been compromised drastically over the past years. While there is inflow and outflow of cash, what the customers mostly lack today is right advisory when it comes to managing finances, investments, portfolios or strategies. Deciding how to allocate the finances, while maintaining the right balance between debt and equity is an extremely strenuous job for both organizations/ treasuries as well as individuals. It is not always a smooth sailing ride when it comes to managing the finances. The need of the hour is not just understanding customer needs and building up customer relationships, but it also involves developing clear and practical action plans that ensure real and sustainable growth for the customers in the long run.

Drawing on rich industry experience, Kirandeep Kaur, a passionate Wealth Advisor & Financial Consultant was quick to seize this gap in the market as an opportunity and established KD Financial Services (KDFS) an integrated firm that specializes in offering a varied bouquet of customized financial services to its clients.

Equipped with 17 years of hands on experience in the financial service industry, and backed with a postgraduate degree in Treasury & Forex Management and Certified Treasury Manager from the Association of Certified Treasury Managers(ACTM), this alumni of IIM Calcutta, set out to be independent in 2015. Her core expertise lay in creating customized strategies which would accommodate clients' investment goals with respect to wealth creation, preservation, and liquidity.

“At KD Financial Services, we offer understanding, experience and most importantly the commitment to deliver pragmatic end-to-end solutions that truly work. Our services are patronized by corporate treasuries, High Networth Individuals and Financial Institutions apart from Armed Forces and Defence Institutions. Customized solutions offered for corporate treasuries to individual people solutions whether it's for the requirement of the funds or the investment of your funds, your entire financial services requirement will be taken care under one roof,” says Kirandeep Kaur, CEO and Founder, KD Financial Services.

"KD Financial Services offers understanding, experience and most importantly the commitment to deliver Pragmatic end-to-end solutions that truly work"

A Trailblazer Converting Challenges into Opportunities
As a one woman army, the journey was not going to be easy for her. She had accepted that. Right from the word go, Kirandeep knew she had to act like a Challenger brand and do some thing that would make her stand out.

‘You either give me money to invest or I will raise money for you’was her ask from her clients. Kirandeep’s first mandate was of raising a project loan of Rs 200 crore, in the same month when she had set out on her own. As luck would have it, she met the timeline and delivered successfully. Within a year the debt syndication book size touched Rs 1500 cr and by in three years, it was almost Rs 2500 crore. The entire syndication was done for various clients from different sectors and most of them were listed companies seeking funds (whether in the form of project loan, promoter funding, Loan against shares, issuance of NCD’s, Placement of Commercial papers and etc).

According to Ms.Kaur,“Apart from raising the funds, the structuring of the transaction is of utmost importance and advising the client the cheapest way in which the money can be raised.”

Recognized and respected for its proven track record of successful execution of mandates, KD Financial Services believes in creating and delivering exceptional value to its customers. One huge learning over several years in managing the huge treasuries corpus is that one needs to be extremely cautious while investing Money of retail clients or treasury clients. The majority of allocation in treasuries usually happens in debt markets and around 10-15% in equity. The debt products can be in the form of Corporate Fixed Deposits, bonds, NCDs, CP, ICD’s, Structure products, debt mutual funds like credit funds. One should be aware of the fact that debt is more riskier than equity if the issuing party defaults. One needs to be very careful while selecting the debt funds or while investing in debt products. The recent fiasco that we just saw of IL&FS, DHFL is the leading example and there are numerous other examples to give.

“While investing one should always visualize the worst scenario, does it match with risk and reward proposition, how much time frame do I give to this particular investment, what’s the pedigree of the company, the balance sheet size, the leverage position, cross holdings between companies and so on and so forth. While doing Debt Investments/Fixed Income, one should always be cautious about the end use of the money getting invested in, security clauses which states whether secured or unsecured or a negative lien and etc; one needs to be legally sound enough to understand these terms.

The simple procedure to follow is SLR(Safety, Liquidity & Returns) while managing your portfolio. If you see in case of equities, the BSE Sensex in 1979 was 100 and today in 2019 39,000 despite two wars, two prime